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  • SACO reveals a new group identity

    730 565 Hamish Kilburn
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    SACO reveals a new group identity

    One of Europe’s pioneering providers of lifestyle aparthotels & serviced apartments, SACO, has revealed a new group name and identity – edyn – signalling an ambitious phase of pan-European growth for the business and an ongoing commitment to create flexible, contemporary living spaces for the modern traveller.

    Since 1997, the business has been an industry pioneer in extended-stay living, initially with the serviced apartment company, SACO, and from 2016 with Locke aparthotels, now operating in London, Edinburgh and Manchester.

    edyn will bring the business’ portfolio of successful, growing hospitality brands – SACO, Locke, The Moorgate and The Wittenberg – together under a new group identity, website and employee-facing brand.

    Following acquisition of the company by Brookfield Capital Asset Management in 2018, the leadership team is currently focussed on driving ambitious growth plans, which currently include a portfolio of nine new properties under the Locke brand, comprising of more than 1,500+ aparthotel rooms across the UK & Europe, all set to be open by 2022, in addition to the current 80,000 serviced apartment rooms within the SACO and global partner portfolio.

    The launch of edyn as the new group identity confirms an exciting next chapter for the business. In addition to the nine new properties in development in major cities including London, Dublin, Berlin and Lisbon, the business is continuing to explore opportunities across Europe, and is set to create more than 1,000 new roles across the business over the next five years.

    Chief Executive Officer, Stephen McCall explains: “As a group, we’ve always questioned traditional category conventions and actively sought out better ways to meet the needs of the modern traveller.  These principles lie at the very heart of our business and the time is now right to bring our successful brands together under a bold new identity that reflects our vision to deliver soulful hospitality.”

    “We’re on a journey of acceleration with the Locke brand and as well as the pipeline of nine new destinations, we’re constantly looking for new opportunities across pan-European gateway and hub cities.  We aim to be the industry-leader in the lifestyle aparthotel category, and create unique, design-led properties that bring the modern traveller & dynamic local communities together in spaces where both residents and locals are free to be themselves.  edyn reaffirms our continued commitment to question, evolve and grow as a business driven by our people and our culture.”

    Main image caption/credit: Whitworth Locke Manchester

    Hamish Kilburn / 18.10.2019

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